--- title: TVision, Lumen and Dentsu Win MRS Award for Innovative Attention Research description: Dentsu’s Attention Economy project, created in partnership with Lumen and TVision won the MRS Award for Media Research in 2021. image: https://www.tvisioninsights.com/hubfs/MRS.jpeg --- [![TVision Logo](https://www.tvisioninsights.com/hs-fs/hubfs/TVision%20Brand%20Guidelines/TVision_logo_color_rgb_whiteText.png?width=1804&height=202&name=TVision_logo_color_rgb_whiteText.png "TVision Logo")](https://www.tvisioninsights.com/) Blog  |   News # TVision, Lumen and Dentsu Win MRS Award for Innovative Attention Research December 7   |   Blog  |   News We are excited to announce that Dentsu’s [Attention Economy](https://www.dentsu.com/us/en/the-attention-economy-2021) project, created in partnership with Lumen and TVision won the [MRS Award for Media Research](https://www.mrs.org.uk/awards/mrs-awards) on Monday night.  The project involves the creation of the world’s largest attention data collection panels, combining data for both TV and digital, across both the UK and the US. The data is then turned into a powerful predictive model of attention to advertising across media, that is in turn linked to the cost of media and the brand and performance outcomes that result. The judges were impressed by the fact that the Dentsu project moves the discussion of [‘the attention economy](https://www.tvisioninsights.com/resources/media-post-dentsu-aegis-teams-with-tvision-to-develop-attention-economy-media-planning-buying-metrics)’ on from theory to practice. Not content with simply reporting the data collected, [Lumen](https://lumen-research.com/media-buying/) and [TVision](https://www.tvisioninsights.com/) have created a series of tools that allow Dentsu to plan, buy and measure advertising on the basis of attention. "We are honored that an organization as distinguished as MRS has recognized the value attention data brings to improving television and digital advertising measurement. Congratulations to our partners, Dentsu and Lumen," says Yan Liu, CEO of TVision.  ![LinkedIn](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/linkedin-icon.png) ![Twitter](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/twitter-icon.png) ![Facebook](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/fb-icon.png) ## More resources from TVision [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New TV Attention and Creative Impact Report](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform. [Read More](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) ### Find Your Brand's TV Performance Or try these: [Geico](https://www.tvisioninsights.com/search-results?brand=Geico), [Amazon](https://www.tvisioninsights.com/search-results?brand=Amazon), [Progressive](https://www.tvisioninsights.com/search-results?brand=Progressive), [State Farm](https://www.tvisioninsights.com/search-results?brand=State%20Farm), [T-Mobile](https://www.tvisioninsights.com/search-results?brand=T-Mobile) ## Get in Touch Need more info, have a question or want a demo? Tell us a little bit more and we'll respond shortly. ## Stay Up to Date The TV landscape is changing quickly. 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